Skims

Skims is an American shapewear and clothing brand co-founded by Kim Kardashian and Jens Grede.[1] Skims has a focus on body positivity and inclusivity across the brand and practice inclusive sizing.[2] The company was valued at over $3.2 billion in January 2022.[1]

Not to be confused with SKIMS.
Skims
TypePrivate
IndustryApparel
Founded2019 (2019)
Founder
Key people
Jens Grede (CEO)
ProductsShapewear
Websiteskims.com

History
Founder Kim Kardashian

The company was founded in June 2019 as Kimono by American media personality and businesswoman Kim Kardashian and Swedish entrepreneur Jens Grede.[3][1]

The company's initial name was criticized by critics which argued that it disrespected Japanese culture and ignored the significance behind the countries traditional outfit. Before its launch, the hashtag "#KimOhNo" began trending on Twitter, and the mayor of Kyoto, Daisaku Kadokawa, wrote to Kardashian asking her to reconsider the company name and trademark for Kimono. In response to public pressure, Kardashian announced that she would change the company's name to Skims.[4][5]

Skims's initial launch resulted in more than US$2 million in profit and the company selling out of merchandise in 10 minutes.[6] The company claims to have sold more than 3 million products in its first year in business.[2]

In April 2021, the company was reported to be worth over US$1.6 billion.[1] After further investments, the valuation of Skims was reported at US$3.2 billion in January 2022.[3][7]

In March 2022, Skims made it to TIME's List of 100 Most Influential Companies of the year 2022. [8]

Products

Skims is notable for its wide range of sizes that range from XXS to XXXXXL.[2] Skims shape wear also comes in 9 different shades to accommodate different skin tones.[2] In addition to shape wear, Skims has released many different collections in lounge wear, lingerie and accessories including bras, underwear, bodysuits, dresses, shorts, sweatpants, tops, hoodies, sweaters and slides.[2][9]

Initially sold direct to consumer via SKIMS.com, Skims products are now being sold on a variety of websites and in Nordstrom stores.[10][11]

Collaborations

Skims has collaborated with many companies. In 2021, the company established a partnership with the United States Olympics team providing Team USA and Skims branded athleisure for its athletes. The athletes wore the clothing during the 2020 Summer Olympics and Paralympics in Tokyo, and at the 2022 Winter Olympics in Beijing.[12][3]

In October 2021, the company collaborated with Italian fashion house Fendi, creating a capsule collection of FENDI x SKIMS branded shapewear, leather dresses, and swimsuits.[13][14] The collaboration was inspired by a Fendi collection previously released in 1978 by Karl Lagerfeld.[14][15] Bloomberg News reported that the collaboration generated an estimated US$3 million in sales within 10 minutes of its release.[3]

Marketing

The company frequently utilizes influencer marketing by having celebrities and social media influencers wear their clothes.[16] Kim Kardashian's sisters Kylie Jenner, Kendall Jenner, and Khloé Kardashian have been seen wearing Skims numerous times on social media and in Skims advertising campaigns.[16] Other celebrities that have participated in Skims campaigns include Kate Moss, Candice Swanepoel, Heidi Klum, Tyra Banks and Paris Hilton.[16][17]

Awards

In 2021, founder Kim Kardashian was given a "Brand Innovator" award for her work on Skims by Wall Street Journal Magazine's Innovator Awards.[18]

References
  1. Merced, Michael J. de la (2021-04-09). "Kim Kardashian's Billion-Dollar Brand Defies the Pandemic". The New York Times. ISSN 0362-4331. Retrieved 2022-01-23.
  2. Maguire, Lucy (2020-10-26). "Kim Kardashian West: On shapewear". Vogue Business. Retrieved 2022-02-06.
  3. Bhasin, Kim (January 27, 2022). "Kim Kardashian's Skims Doubles Valuation to $3.2 Billion". Bloomberg News. Retrieved January 28, 2022.
  4. Ho, Vivian (July 1, 2019). "#KimOhNo: Kim Kardashian West renames Kimono brand amid outcry". The Guardian. Retrieved January 31, 2022.
  5. Thomas, Lauren (August 26, 2019). "In wake of Kimono uproar, Kim Kardashian names shapewear company Skims". CNBC. Retrieved January 31, 2022.
  6. Smith, Talia (2019-10-11). "Kim Kardashian West Announces Launch of New Cotton-Based SKIMS Collection". Teen Vogue. Retrieved 2022-01-23.
  7. Reuters (2022-01-27). "Kim Kardashian's Skims doubles valuation to $3.2 bln after latest fundraise". Reuters. Retrieved 2022-02-10.
  8. "TIME100 Most Influential Companies 2022: SKIMS". Time. Retrieved 2022-04-26.
  9. "SKIMS | Solutions For Every Body". SKIMS. Retrieved 2022-02-06.
  10. "FAQs". SKIMS. Retrieved 2022-02-06.
  11. Testa, Jessica (2020-02-06). "Kim Kardashian Has Learned Restraint". The New York Times. ISSN 0362-4331. Retrieved 2022-02-15.
  12. Hills, Megan C. (June 29, 2021). "Kim Kardashian's label will supply Team USA with undergarments and loungewear". CNN Style. Retrieved January 31, 2022.
  13. Iredale, Jessica (October 25, 2021). "Kim Kardashian West's Skims to Partner With Fendi". The Wall Street Journal. Retrieved January 31, 2022.
  14. Carrera, Martino (2021-10-26). "Fendi x Skims Collection Blends Both Brands' Ethos". WWD. Retrieved 2022-01-23.
  15. "Where To Get Your Hands On Fendi X Skims Before It Sells Out". Bustle. Retrieved 2022-02-06.
  16. "SKIMS & Their Marketing: How They're Breaking The Internet (in the best way possible)". Glamour & Guide. 2021-09-29. Retrieved 2022-02-10.
  17. "Kim Kardashian West and Paris Hilton Spotted in SKIMS Velour". SKIMS. Retrieved 2022-02-10.
  18. Bjornson, Greta. "Kim Kardashian Thanks SKIMS for Helping Her Avoid 'Fashion Emergency' at WSJ. Innovator Awards". MSN. Retrieved 2022-02-10.
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